Maria Fe Perez-Agudo, the president and chief executive officer of Hyundai Auto Resources Inc., proudly stands beside the various awards the company won in the Philippines and abroad.
Maria Fe Perez-Agudo, the president and chief executive officer of Hyundai Auto Resources Inc., proudly stands beside the various awards the company won in the Philippines and abroad.

THE Philippine car industry has had its share of surprises in the past decade or two and one of them is the stellar rise of the Hyundai brand. From almost being derided by its competitors and even vehicle buyers, the Hyundai brand succeeded in establishing itself as one of the “Big Guys” in the domestic car industry at the expense of other car brands that looked as if they had strongly established a firm footing in the domestic car market. But for Maria Fe Perez-Agudo, things never came easy for Hyundai in the Philippines, especially from the time she established along with partners Hyundai Auto Resources Inc. (HARI) in 2001 to market the Korean car brand in the country.

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